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Received 29 Dec ember 2015; accepted 24 April 2016; published 27 April 2016
Copyright 2016 by author and Scientific Research Publishing Inc.
This work is licensed under the Cr eative Commons Attribution International License (CC
BY). http://creativecommons.org/licenses/by/4.0/
Abstract
The main purpose of the study was to explore th e Nexus between Th eory and Practice of political
marketing in Ethiopia by examining the perceptions of members of EPRDF and CUDP political par ty. A mixed approach with 248 and 304 usable samples were collected from top members of two
political parties randomly and relevant data were gathered, presented and analyzed using descriptive and inferential statistical techniques. The findings revealed that there is no formal
marketing practice used by both parties and no department responsible for establishment of po litical marketing mix elements rather they seldom undertake conventionally by simply stand for
what they believe, or focused on persuading voters to agree with their preplan ideas and policies
which is relating with the selling concept and product concept.
Keywords
Electorate Market, Ethiopia, Political Commitment, Political Marketing, Political Parties
1. Introduction
Ethiopia and most other African countries experience various political incidents starting from the feudal, social How to cite this paper: Gi rma , M. (2016) Poli ti cal Ma rketing: Explori ng the Nexus between Theory and Pra cti ce in Ethiopia
(Compa ra ti ve Study between Ethiopian People s Revoluti ona ry Democra tic Front and Coalition for Uni ty a nd Democra ti c
Pa rty). Open Journal of Business and Management, 4, 329-344. http://dx.doi .org/10.4236/ojbm.2016.42035
M. Girma
ism to democratic system and all have to sell their idea or policy either by force to the electorates or in a free mar-ket
which all can be included under the broad concept of political marketing. Political marketing is a growing
phenomenon as political parties are applying marketing concepts and techniques to help and achieve their goals. It is
currently argued that for major parties to win elections they need to apply political marketing and become marketoriented; understand the demands of the public, and design a product to suit for the electorates [1].
By recognizing the political market ing benefits, majority o f developed and a few developing countries are
successful in implementing and using the concept of political marketing [2] though in Ethiopia, still no formal
study is conducted on how the concept of political marketing practiced and exemp lifies the use to the political
parties through identificat ion of their perceived status by its electorates, employees, and partners relative to its
competitors and market. Although the use of marketing enables ubiquitous to such an extent that it has become
impossible areas [3] and enables to anticipate wishes of its constituencies, create offering that integrates and articulates needs of biggest possible number of electorates [4]. On this regard, this research exp lored the practice
and nexus with theoretical concepts of political marketing by taking Ethiopian People s Revolutionary Democratic Front abbreviated as EPRDF, that established in early 1989 and became the ruling political coalition Pa rty
in Ethiopia consisting of four political part ies namely the Oro mo Peoples Democrat ic Organization, the Amhara
National Democrat ic Movement, the Southern Ethiopian Peoples Democrat ic Movement and the Tigrayan
nd
Peoples Liberation Front [5] and Coalition for Un ity and Democracy often referred to as Kinijit as 2
case
which was also a coalition of four polit ical part ies of Ethiopia that i.e., all Ethiopian Un ity Party, Un ited Ethiopian Democratic Party-Medhin Party and Rainbow Ethiopia which co mbined to compete for seats in the Ethio pian General Elect ions held on May 15, 2005 [6] as comparative study base and addressing of the following objectives:
Exp loring how political parties members and leaders aware and understand political marketing;
Exp loring how the polit ical parties imp lement market ing mix;
Identifying wh ich marketing orientation is fit to Ethiopian polit ical parties;
Identifying how the polit ical parties build position and manage image.
2. Literature Review
2.1. Background
Successful companies have a market o rientation and are constantly engaged in creating value for their customers.
In other words, marketers must anticipate their customers needs, and then constantly develop innovative products and services to keep their customers satisfied [7]. And the same principles that operate in the commercial
marketplace hold true in the polit ical marketplace and are constantly trying to create value for their constituents
by improving the quality of life, and creating the most benefit at the smallest cost [8] that leading to the concept
of political marketing wh ich is a very useful tool for a successful pre-election campaign, and although relatively
new [9] and defined as the process of parties or candidates use opinion research and environmental analysis to
produce and promote a competitive offering which will realize organization aim and satisfy groups of electorate
in exchange for their votes [10], science of influencing behavior which includes set of strategies and tools to
trace and study public opinion before and during an election campaign [11] and the outcome of the marriage
between marketing and polit ics [12]. Also is concerned with communicating with party members, med ia and
prospective sources of funding as well as the electorate [13]-[15].
Furthermore, it literally becomes impossible not to incorporate a marketing orientation when running for office, or for that matter, when running the country. Politics today is increasingly being influenced by marketing,
which forced to rely on market ing not only to win the election, but also to be successful [16]-[35].
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M. Girma
[44]. News Management Function which is closely linked to communicat ion function targeted to secondary exchange partners or intermediaries of wh ich media is an important part [45]. Fund Raising Function consists of
fund raising tasks to strengthen its capacity. Parallel Campaign Management Function describes co -coordinating
campaign management activities of a political party with those of parallel organizations [46]. Internal Cohesion
Management Functions, concerned with relat ionship with party members and activists as well as the spoke persons [47].
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the candidates themselves and the images their consultants craft for them. Along with this change has come a
dramat ic shift in power fro m the political party to the consultants [10] [80].
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M. Girma
Table 1. Summary of the Ethiopian peoples revolutionary democratic front and Coalition for unity Democratic Party
members characterstics.
EPRDF
Gender
Age
CUDP
Frequency
Percent
Frequency
Percent
Male
109
44.0
165
54.3
Fe m ale
139
56.0
139
45.7
Total
248
100.0
304
100.0
18 - 24
2.4
2.0
25 - 34
53
21.4
109
35.9
35 - 44
33
13.3
33
10.9
45 - 54
124
50.0
124
40.8
55
32
12.9
32
10.5
Total
248
100.0
304
100.0
10
4.0
10
3.9
Diplo m a
42
16.9
50
14.7
De gr ee
160
64.5
198
67.9
Second degree
34
13.7
43
12.6
Educational background
0.8
0.9
Total
248
100.0
304
100.0
Above 15 years
144
58.1
0.0
11 - 15 ye ars
38
15.3
0.0
6 - 10 yea rs
54
21.8
42
13.8
0 - 5 yea rs
12
4.8
262
86.2
Total
248
100.0
304
100.0
Membership time
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M. Girma
Table 2. Statistics indicating the application political marketing in Ethiopian peoples revolutionary democratic front and
Coalition for unity democratic party.
Dimension Used to Measure Practice of Political Marketing
EPRDF
CUDP
M e an
Std. Dev.
M e an
Std. Dev.
3.3095
0.70530
2.0411
0.48737
2.5887
1.0533
1.4803
0.50043
3.1855
0.88044
1.4803
0.50043
3.7258
0.44701
3.7237
0.44791
3.7379
0.44066
1.4803
0.50043
2.8537
0.70910
3.0075
0.49065
3.7339
0.44283
3.6184
0.48658
2.4355
1.0816
3.6184
0.48658
Co nfli cts on att e mptin g to satisf y vot er s ne eds and obj e ctiv es.
3.7177
0.45101
3.6184
0.48658
2.4315
1.0814
3.6184
0.48658
3.7339
0.44283
1.4803
0.50043
2.3468
0.96114
3.6184
0.48658
1.5766
0.50321
1.4803
0.50043
2.0726
49570
2.0148
0.49679
1.5726
0.49570
3.6184
0.48658
1.5726
0.49570
1.4803
0.50043
3.5726
0.49570
1.4803
0.50043
1.5726
0.49570
1.4803
0.50043
2.5282
0.5570
1.4803
0.52004
1.5726
0.49570
1.4803
0.50043
1.5726
0.49570
1.4803
0.50043
3.3992
0.74061
1.4803
0.50043
3.5685
0.49628
1.4803
0.50043
Political communication
3.0754
0.57870
2.7020
0.49250
3.5685
0.49628
3.6184
0.48658
The p a rty has alte rn ativ e pro m otion al str ate gies
3.5645
0.49682
3.6184
0.48658
3.5524
0.49825
1.4803
0.50043
2.2863
1.06218
1.4803
0.50043
3.4879
0.50086
3.6184
0.48657
3.4960
0.50099
1.4803
0.50043
1.5726
0.49570
3.6184
0.48658
3.5802
0.49660
1.4803
0.50043
3.5040
0.51690
1.4803
0.50043
3.6184
0.48658
1.4803
0.50043
3.6184
0.48658
1.4803
0.50043
2.8166
0.49177
2.5493
0.49350
2.5494
0.49351
3.6184
0.48658
334
M. Girma
Continued
The p a rty build indivi du al m e m be rs i ma ge
1.4803
0.50043
1.4803
0.50043
3.6184
0.48658
1.4803
0.50043
3.6184
0.48658
3.6184
0.48658
Reaction pattern
1.5726
0.49570
2.193
0.40958
1.5726
0.49570
3.6184
0.48658
1.5726
0.49570
1.4803
0.50043
1.5726
0.49570
1.4803
0.50043
2.2820
0.49520
1.4803
0.50043
3.0838
0.49004
1.4803
0.50043
3.4803
0.50043
1.4803
0.50043
3.5352
0.49950
2.5493
0.49305
The p a rty pro du ct desi gns h ave sig nifi ca ntly don e by th e pa rty itsel f
3.5524
0.49825
1.4803
0.50043
3.5161
0.50075
1.4803
0.50043
3.5323
0.49997
3.6184
0.48658
3.5403
0.49938
3.6184
0.48658
continuity of political commun ication had average mean value of 3.0754 (SD = 0.5787) and 2.7020 (SD =
0.4925) showing gaps in its practice. Furthermore the applicat ion of market segmentation and targeting has av erage mean value of 3.5802 (SD = 0.4966) and 1.4803 (SD = 0.50043) besides on the effort of Candidate positioning and image management, considering co mpetitive reaction pattern, d eveloping measurement and parameters, product design and development had average mean of 2.8166 (SD = 0.0.49177), 2.5493 (SD = 0.0.4935),
1.5726 (SD = 0.49570), 2.193 (SD = 0.40958), 2.2820 (SD = 0.0.4952) 1.4803 (SD = 0.50043), 3.5352 (SD =
0.4995) and 2.5493 (SD = 0.49305) fo r EPRDF and CUDP respectively showing the existence of gaps on application of political marketing dimensions though there is crude justification on the benefit that could result in by
using political marketing in their political pract ice.
where, MP = Market ing practice, A VN = Anticipating voter needs, VC = the voter as a consumer MRI =, Marketing research and market intelligence application in politics, PC = Political co mmun ication, MS = Market
segmentation and targeting, CP IM = Candidate positioning and image management RP = React ion pattern, and
PD = Product development.
Table 3 shows except for anticipation of voters need all the variables had value of greater than 0.5 for both
CUPD and EPRDF confirming there is strong relationship between marketing application with effectiveness on
**
considering voters as consumers and working to meet the demand with value of 0.727 and 0.643 respectively,
application of marketing commun ication elements such as advertis ing publicities, direct and network market ing
**
**
**
and others (0.588 and 0.781), the practice of market segmentation and targeting (0.612 and 0.541 ), posi**
**
tioning and image management (0.600 and 0.711) and keep eyes on competitors reaction pattern (0.556 and
*
0.737 ) and striving to come up with new product or promising idea by striving on discovering unmet need of
*
*
the electorates (0.506 and 0.651 ) with 0.00 significance level indicating a high statistical significance of the
results.
Principal Factor Analysis (PFA) was conducted on 18 items used in the study (measured on a Likert 5-point
scale; 1 = strongly disagree to 5 = strongly agree). The ext raction method used was Principal Co mponent
Analysis with Varimax Rotation.
The Initial Eigen values -first 5 factors are mean ingful as they have Eigen values >1 for EPRDF. Factors 1, 2
3, 4 and 5 exp lain 37.855%, 14.021%, 12.998%, and 6.938% (Table 4) of the variance respectively a cumulative
total of 82.095% (total acceptable) KMO score was 0.751 and Bartletts Test of Sphericity 5985.002 (df = 153; p
= 0.000) though a loading of 0.722 considered as also significant (Stevens, 1992). For CUDP there were seven
factors meaningful with a value greater than 0.1 and total acceptable value of 93%. Whereas the Ext raction
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M. Girma
Table 3. Correlation between marketing practices and application on Ethiopian peoples revolutionary democratic front and
Coalition for unity democratic party.
MP
Pe a rson Cor rel ation
MP for
CUDP
Sig. (2-tailed)
N
304
AVN
**
VC
**
MRI
**
PC
**
MS
**
CP IM
**
RP
PD
**
0.490
0.727
0.512
0.588
0.612
0.600
0.556
0.506
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
304
304
304
304
304
304
304
304
**
0.651
0.607
0.643
0.715
0.781
0.541
0.711
0.737
Sig. (2-tailed)
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
248
248
248
248
248
248
248
248
248
MP for
EPRDF
Correlation is significant at the 0.01 level (2-tailed). Correlation is significant at the 0.05 level (2-tailed). Source: Survey Data, 2013/14.
Sums of Squared Loadings which have the effect of optimizing the factor structure provides similar informat ion
by equalizing the relative importance of the five factors for EPRDF and seven factors for CUDP based only on
the extracted factors. And as shown in the data set before rotation factor one accounted for considerably more
variance; the remaining four (37.855% co mpare to 14%, 12.998%, 10.283% and 6.938% res pectively) however
after rotation it account for only 29.307 of variance compared to 16.682%, 14%, 135%, 11.511% and 10.460%
respectively this leads us to the conclusion that a five factor solution will probably be adequate for application of
political market ing data in case of EPRDF however in case of CUDP seven of them were sufficient for its ap plication.
336
M. Girma
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M. Girma
Figure 1. Process of need recognition in case of EPRDF source: Interview data 2013/14.
Oromo
Rural
(85%)
Total
population
Amhara
Tigre
Southern nation na tiona lities
Poor
Federal cities
Urban
Middle
income
Females
Youth
High income
(15%)
Poor
Fe ma l e s
&youth
Regional cities
Middle
Youth
income
High income
Figure 2. EPRDF segmentation Practices using geographic and demographic bases Sources:
Interview data. 2013/14.
Though there is no clear parameters used to measure their act for CUDP, EPRDF emp loy dimension like fo llowing the principles of federalism, secularism, equality, unity and diversity, striving for national interest and
considering poverty as the only enemy of Ethiopia in addition to parameters like focused on empowering females identification of the needy (child and disabilities), expansion of education to reduce illiteracy, increase
accessibility health facilities, work on in frastructure development and believe on the principle of There is no
permanent friendship in the absence of permanent benefit are also the party philosophy. Finally EPRDF were
not striving on building a single candidate name in the name of the party rather striving over building of overall
image but not in case of CUDP that builds individual as well as organizational brand by endorsing special pro motional strategies such as providing of well educated and famous persons as brand celebrities.
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M. Girma
On consideration of voter as a consumers that includes Managing gap between consumer expectation and
perceptions, service delivery and external co mmunicat ions, perceptions and quality specifications, quality specifications and service delivery with mean value of 2.07 26 shows the reluctant practice of EPRDF on recognizing
electorates market customers that gives vote in exchange to the promising ideas or products. Mean while CUDP
also score low average mean values (2.0148) existence of optimizing expectation through delivering quality service and communicat ions. Furthermore, for the application of Marketing research and intelligence in politics
which includes four variables, both parties has means sore of 2.5282 and 1.4803 showing low practice of re search and intelligence services. And concerning to Political co mmunicat ion that have seven variables, have
means score of 3.0754 for EPRDF showing there is understanding and application though gaps are still existed.
Also CUDP score average mean of 2.0148 that reflect on low understanding application of marketing co mmunication tools. Meanwhile, on Market segmentation and targeting understanding, application and consistency as
well effectively, average means score = 3.5802 and 1.4803 for both parties showing EPRDF has in a go od position on application and usage of the concept but not CUDP
Finally on Candidate positioning and image management with mean score of 2.8166 showing gaps on practice
of branding elements, reaction pattern with mean of 1.5726 Measurement and parameters with mean = 2.2820
shows EPRDF has perform at lo w level in all area specially on the understanding and reflecting to the competitors was very low however on Product development and design the means score shows (3.5352) EPRDF has
largely develop product without considering the need of the voters despite the interview part portray the party
developing the product based on the need of the voters. Similarly CUDP also not considering what consumer re ally need or anticipation of need rather they develop their own product and force strive to convince the voters
with the mean score of 2.3966. Generally, both parties have no conducting return on investment which identify
the electorate market satisfaction or conduct research over the policy whether the electorates are satisfied or yet
not happy and both parties give high emphasis to the internal polit ics compare to the external customers.
Also the correlation analysis shows there were high correlat ion between the application of pro motion with
winning elect ion, segmentation with winning election, conducting research and having intelligence, understand ing reaction pattern of competitor, considering voter as a consumer, and anticipating need and, product development at 0.00 significant level. Not only this for EPRDF the d iagonal of anti image correlat ion matrix wh ich
show sample adequacy and KMO are all above 0.5 and the R square that indicate all represents the proportion of
variance of each item exp lained by the factors except one (existence of marketing departmen t within the party)
have value of greater than 0.5. Furthermo re, the study extracted five co mponents for EPRDF seven for CUDP
with the total Rotation Sums of Squared Loadings value of 82.095% and 93% respectively. The reliability statis tics for both parties analysis have value of 0.872 for EPRDF and 0.983 for CUDP showing the study output is
reliable and consistence.
5.2. Conclusion
In overall, EPRDF considers the heart beat of the voter despite the fact of failure to address what the electorate
market need. They simply reflect what the party ideology seams, representing social movement during election
time, unresponsive to social change because of many of the strategy developed by the top political leaders and
appointees and imp lemented by other and finally they are striving for vote production and mass mobilization
through campaigns. Although the party design product ideas accordingly based on internal policy, intra and par ty acceptability in addition to identifying voter demands to some extent and assessing deliverability of demanded policies even if it will have its own effect over the minority use commun ication medias and political in telligences, it is possible to categorize the party in between the product oriented type of party and market
oriented party because of the party take elements both models [80]. Meanwhile the EPRDF imp lement segmentation. Parties may simp ly stand for what they believe in, or focus on persuading voters to agree with them, or
change their behavior to follow voters opinions. Having this, CUDP is striving over bu ild ing of intra-organizational choice of policies, using of advertising and communicat ion techniques to sell itself and get the power with
a goal of persuasion in order to get the votes of the electorates, that makes them as sales oriented party despite
the fact of failure to conduct research to understand what they need and want and having of thought of customers does not know what they need and want and to create a demand for the electo rate which is against the marketing concept as well as the selling concept, believe and follow consumers are irrational at least as often as ra tional, mot ivated in large degree by emotions, habits and prejudices differing widely in personality structure, in
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M. Girma
aspirations, ideals and buying behaviors. Based on this the party fails between selling and market oriented mod el.
5.3. Recommendation
Peoples votes for peoples, not just partys sake or platforms; The more voters feel they have a personal connection to a particular candidates and parties, the more likely they give extra consideration especially if they are part
of the ever-growing undecided category. Making that personal and political connection, however, is a challenge especially in Eth iopia where campaigns typically only last a few months from the writ calling for a vote to
the actual Election Day and not actually having effective political marketing practice rather practicing selling
concepts in their practice. To solve s uch issue for both federal and provincial candidates, they must work on
branding, positioning and need intensively made campaign delivery and need to out from trad itional practice of
election and electorates cultivation that highly focusing on shading of b lack color and creating fear, an xiety by
raising past history that specifically having black scare on certain ethnic groups. And need to effectively recog nize what a promising idea do voters, need? How they want to serve by those groups and even they need to
highly engaged in public relation works and cultivate public meeting culture to apply outside in approach and
need to engage in philanthropic activit ies and should;
Consult political marketing expert ise or setup department that help to reach electorat es market in a short period with limited budget and time by identifying the electorates need, want as well demand and be able to in crease their chances of success or mentioning current positions.
strive on understanding the principles of political marketing that helps parties to win consistently the heart
and mind of electorates in order to survive in this new kind of electoral market, where voters act like consumers,
parties act like businesses. Last but not list, knowingly or unknowingly for years polit icians have relied on basic
market ing skills-campaign buttons, posters, political rallies and campaign speeches to familiarize voters with a
name, a party, and a platform that makes the use of marketing in politics is indispensible and understanding how
it works and implanting it can help all parties regardless of their orientation in addition to its ability of support ing for the develop ment of co mprehensive voting system that make the cit izen to feel included in each action.
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